Marketing resources, performance, and competitive advantage: A review and future research directions
Marketing scholars and practitioners recognize marketing resources as crucial drivers in the process by which firms develop their competitive advantages and achieve higher levels of performance. However, there is little agreement in the literature on what constitutes marketing resources or how these...
| Main Authors: | , |
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| Format: | Journal Article |
| Published: |
Elsevier
2016
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| Online Access: | http://hdl.handle.net/20.500.11937/31514 |
| _version_ | 1848753401275351040 |
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| author | Davcik, N. Sharma, Piyush |
| author_facet | Davcik, N. Sharma, Piyush |
| author_sort | Davcik, N. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Marketing scholars and practitioners recognize marketing resources as crucial drivers in the process by which firms develop their competitive advantages and achieve higher levels of performance. However, there is little agreement in the literature on what constitutes marketing resources or how these influence brand or firm performance. In this editorial article, the co-editors of this special issue identify and describe three distinct research streams related to marketing resources and performance, namely relation to firm/brand environment, marketing as an organizational function and marketing resource deployment. Next, they discuss the theoretical frameworks and contributions of the seminal research articles as well as the papers included in this special issue that represent these three themes. Finally, this editorial identifies some open questions and future research directions in this important research area. |
| first_indexed | 2025-11-14T08:23:56Z |
| format | Journal Article |
| id | curtin-20.500.11937-31514 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T08:23:56Z |
| publishDate | 2016 |
| publisher | Elsevier |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-315142020-07-22T03:50:56Z Marketing resources, performance, and competitive advantage: A review and future research directions Davcik, N. Sharma, Piyush Marketing scholars and practitioners recognize marketing resources as crucial drivers in the process by which firms develop their competitive advantages and achieve higher levels of performance. However, there is little agreement in the literature on what constitutes marketing resources or how these influence brand or firm performance. In this editorial article, the co-editors of this special issue identify and describe three distinct research streams related to marketing resources and performance, namely relation to firm/brand environment, marketing as an organizational function and marketing resource deployment. Next, they discuss the theoretical frameworks and contributions of the seminal research articles as well as the papers included in this special issue that represent these three themes. Finally, this editorial identifies some open questions and future research directions in this important research area. 2016 Journal Article http://hdl.handle.net/20.500.11937/31514 10.1016/j.jbusres.2016.04.169 Elsevier fulltext |
| spellingShingle | Davcik, N. Sharma, Piyush Marketing resources, performance, and competitive advantage: A review and future research directions |
| title | Marketing resources, performance, and competitive advantage: A review and future research directions |
| title_full | Marketing resources, performance, and competitive advantage: A review and future research directions |
| title_fullStr | Marketing resources, performance, and competitive advantage: A review and future research directions |
| title_full_unstemmed | Marketing resources, performance, and competitive advantage: A review and future research directions |
| title_short | Marketing resources, performance, and competitive advantage: A review and future research directions |
| title_sort | marketing resources, performance, and competitive advantage: a review and future research directions |
| url | http://hdl.handle.net/20.500.11937/31514 |